Stand Out with Exceptional Customer Experience

Growth Case Studies

Customer Experience

What Is Customer Experience Innovation?

A good product or service in itself is no longer enough to create outstanding value for the user. We need to examine the entire customer journey from initial contact to their after-service experience to fully understand how to go above and beyond.

As HubSpot points out, innovating customer experience is different from improving it. The former focuses on adding superior new experiences rather than merely enhancing the existing ones.

A case in point is Starwood’s robotic butlers, “Botlrs”, that deliver amenities to guest rooms at the Cupertino Aloft Hotel. When guests call the front desk for extra towels or a toothbrush, for example, hotel employees supply the robot with the items, dial in the room number, and send the Botlr on its way. Guests can leave a rating on the robot’s touchscreen or leave a digital tip by tweeting with the hashtag #MeetBotlr. 

Why Does Customer Experience Innovation Matter?

When you are able to awe and delight customers with impeccable product and service experience, you will have a legion of avid brand supporters who are always ready to sign up for your latest offerings. Think Apple and Amazon.

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What Our Clients Say:

"Maintaining a high level of creative and innovative research in plant breeding is essential for the Dutch biotechnology company KeyGene N.V. The two-day Creative Thinking and Innovation Workshop gave us new concepts and tools to assist management and employees in their creative and innovative thinking and also in improving our own works council daily work.”
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Dr. Diana Rigola

Scientist, KEYGENE N.V.
“Our Blue Ocean Strategy project with Six Paths resulted in internalising new tools and ways of thinking, followed by successfully launching innovative products targeted at under-addressed customer groups. I was in particular impressed by the depth and thoroughness of their approach to the subject matter, creating tangible added value for us as their clients. It made a difference for us and we warmly recommend their work.”
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Paul Markovits

Marketing Director, Heineken
“Continuum of innovation is key in a startup. The lean startup process is always at the verge of new products development. Fast prototyping and validation of concepts must become a religion. Hence, when in the field, it is good to get someone with an external point of view who can take one step behind before you make the big jump. This is what Six Paths is all about. Supporting growth and helping you staying the course are the main assets they will bring to you.”
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Georges Caron

CEO, Keemotion

Frequently asked question:

01. What are the components of customer experience innovation?
Unlike product and service innovation that’s focused on a specific offering, customer experience innovation requires a holistic approach geared towards personalising the entire customer journey. The goal is to forge a meaningful connection between the brand and its customers.

To achieve this, the business needs to enforce a company-wide innovation culture which includes the following:
  • Workplace innovation
  • Product innovation
  • Service innovation
  • Business innovation
Employees from the ground up across different functions need to work in concert, with the ultimate goal of creating thoughtful, personal, and engaging customer experiences across the board.
02. What are the advantages of customer experience innovation?
Numerous studies have found clear evidence that positive customer service almost always leads to long-term customer loyalty, word-of-mouth marketing, and increased revenue, amongst other benefits.

A recent report by the XM Institute on “The Global State of XM (Experience Management), 2020” highlighted that “89% of respondents who rate their company’s XM as “significantly above average” reported better revenue growth than competitors in the previous years, with 9 in 10 reporting better profitability, and 84% reporting better employee retention”.
03. How to build a great customer experience through innovation?
It starts and ends with the customer; to excel in customer experience innovation, you need to put yourself in the customer’s shoes to understand their needs and expectations.

Customer experience innovation involves assessing all customer touchpoints to identify flaws or gaps in their direct interactions with the brand. No detail is too small; it only takes a single bad experience to lose a customer.

According to the Zendesk Customer Experience Trends Report 2020, “Roughly half of customers say they would switch to a competitor after just one bad experience. In the case of more than one bad experience, that number snowballs to 80%.”

Don’t take your customers for granted. To get started on implementing customer experience innovation in your organisation, talk to us to find out how our custom-designed consulting services, workshops, and training programmes will help you deliver exceptional customer experiences.